A moderated mediation analysis of the low enrollment intention at international higher education in Indonesia

Abstract

Purpose

This paper aims to analyze the relationship between the brand awareness of an international university operating in Indonesia and enrollment intention serially mediated by brand congruity and brand attitude and moderated by brand experience.

Design/methodology/approach

A moderated serial mediation model was developed and was tested using the partial least squares structural equation modeling (PLS-SEM) to examine the proposed relationship. There were 132 prospective students involved as respondents.

Findings

(1) brand awareness may not always directly affect purchase intention; (2) brand congruity and brand attitude serially mediate the relationship between brand awareness and enrollment intention; (3) brand experience may not always moderate the relationship between brand awareness and consumer behavior.

Research limitations/implications

This paper considers generalizability as its limitation with suggestions to undertake future studies in other settings and the longitudinal and broader scope. Future research could examine other variables to enhance the model.

Practical implications

This paper also proposes theoretical and managerial implications in higher education branding and marketing.

Originality/value

This study closed the gap in the unsuccessful relationship between brand awareness and behavioral intention that the mediating variables of brand congruity and brand attitude must be serially present. This study also confirmed that brand experience is not empirically suitable as a moderator.

Citation

Sudhana, P., Noermijati, N., Sabil Hussein, A. and Khusniyah Indrawati, N. (2023), "A moderated mediation analysis of the low enrollment intention at international higher education in Indonesia", International Journal of Public Sector Management, Vol. 36 No. 4/5, pp. 333-349. https://doi.org/10.1108/IJPSM-12-2021-0271